USING THE AIDA-S MODEL IN PLANNING AND CONDUCTING LECTURES AT UNIVERSITIES FOR GENERATION Z STUDENTS

Abstract

The current generation of students has grown and matured in the age of digital devices and total digitalization. By attending classes at the university, they seek to gain useful and practical knowledge that will be applied and will form the necessary skills and abilities. However, at the stage of acquaintance with the teacher and the subject, there is often a loss of interest, apathy and reluctance to attend lectures. Therefore, it is necessary to review the methods and ways of presenting information, look for ways to gain the attention and interest of students, and so on. Today's challenges stimulate participants in the educational process to seek innovative methods for teaching and communicating with students. To do this, we turn to different areas of science and business, looking for ideas that work in marketing, personnel management, psychology, sports, etc. and adapting them to the needs of the educational market. The article proposes to adapt one of such methods, namely the marketing model of AIDA-S to the educational process of students, in particular, its use in lectures. The author focuses on the five stages of this model, including the formation of attention, interest, desire, motivation and satisfaction. The article focuses on interaction with students of Generation Z in the context of all stages of preparation and conduct of lectures, analyzes ways to form the attention of such students, increase their motivation to learn, encourage self-development and additional research, emphasize the practical component of knowledge. For each stage of the model, the author proposes some additional tools, such as micro-learning, the basics of public speaking, setting goals for SMARTER, visualization of materials, gamification and more. An important point is the use of various theories of personal motivation, in particular the theory of self-determination, which is based on three basic human needs - the need to feel a source of self-activity, the need for competence and relationships. The article emphasizes the importance of the practical component as the main requirement of modern students and the relationship between motivating students to further action (more careful study of the material, participation in joint projects, research, etc.) and the applied part of the subject. Finally, to make the student feels comfortable and satisfied, to have a positive climate in the group during classes and more, the study emphasizes the importance of the teacher's emotional intelligence and mastering the methods of effective feedback. In conclusion, the author argues that the model studied in the article AIDA-S can be an effective tool for logical, consistent and relevant planning of lectures.